The history of the development of the Internet advertising market. What is advertising - a complete overview of the concept: basic definitions, history of origin, functions, tasks, goals and types of modern advertising Internet advertising development history article

Good afternoon, dear readers of the HeterBober business magazine! With you are the founders of the site Vitaly Tsyganok and Alexander Berezhnov.

We will also talk about the history of online advertising, the rules for placing advertising content on sites, ways to improve the effectiveness of advertising with practical recommendations and illustrative examples from life.

1. Advertising on the Internet - a new trend of the 21st century

Any commercial project needs promotion and expansion of the field of activity. Today, almost all companies and organizations have their own representation on the Web in the form of a resource, blog, page in social networks.

However, creating a site and even filling it with relevant content does not automatically guarantee an increase in sales and growth in the popularity of a commercial project. We have already talked about that in one of the previous articles.

It is necessary not only to be present on the network, but also to place competent advertising on the Internet, as well as spend money or time on promotion, promotion and increasing the conversion of the site.

Advertising on the Internet (English term “ Internet Advertising» ) Is a relatively new phenomenon, however, like worldwide network... Even 15-20 years ago, of all types of advertising on the Internet, users and advertisers were familiar with only one option - spam mailing.

Today there are dozens of types of advertising on the World Wide Web. Exist free advertising online, paid (professional) advertising on sites, in social networks. There are online advertising agencies that use the latest technological advances in their activities.

This market began to form in the mid-90s of the last century, but until the early 2000s, the worldwide network was not considered by advertisers as a priority advertising platform, although the most advanced companies already then practiced promoting goods and services on the Internet as an auxiliary channel for implementing their marketing campaigns.

The rapid development of the World Wide Web has led to a change in economic policy. Since the mid-2000s, the Internet has become main channel of influence on consumers .

This fact is associated with the following circumstances:

• steady growth of Internet users and an increase in their time spent on the network;
• development of wireless communication technologies;
• the advent of the mobile Internet;
• the development of the Internet economy and the spread of trade through the World Wide Web;
• the emergence and development of technical platforms for managing online advertising.

In addition, new analytical systems have emerged that allow you to quickly and accurately measure the effectiveness of advertising on the Internet.

The basic principles of online advertising are similar to those in traditional media. The fundamental difference is that in the network space, consumers are almost always required to Active participation- advertising starts working when the user performs an action.

Typically, this action is a "click", following a link, registering on a specific site or other types of activity.

The most promising area of ​​online marketing is targeted advertising: attracting a target (targeted) audience with the help of highly targeted advertisements, banners, videos.

There are many forms of transmission of commercial messages - browser ads, pop-ups, aggressive teaser ads, Google ads, YAN - ad network Yandex - contextual advertising, hidden inside the massifs of information, banner advertising.

Advertising on the Internet began its development in 2003 with the placement of a small static banner on the website www.netscape.com. Banners are the simplest and most visual technological solution for Internet advertising, a banner is a small advertising module, analogous to the traditional module of printed advertising publications. The advantage of the banner was the ability to make it interactive, that is, to apply animation technologies, which immediately placed it in a completely different category of advertising technologies than a conventional print module. But, despite the clarity and originality, banner ads also contained drawbacks: sometimes the banner was clicked because it was misleading and seemed to be a certain section of the site; sometimes it contained inaccurate advertisements and deceived the user's expectations; and sometimes the page overloaded with banners made the user wait a long time for a full download (this is not unimportant, given the capabilities of the modems of that time) - all this often led the user to a state of irritation, which negatively affected the further perception of information. In other words, the lack of banner advertising rules had an anti-effect.

Arrange this situation banner exchange networks succeeded in many ways. It was with their help that such a unit of virtual settlement as "showing" - a demonstration of a banner on the pages of a site, appeared on the Internet. The show is one of classic types barter relations carried out through an intermediary. With the help of the same intermediary, the resource owner got access to the statistics of impressions and he had the opportunity to choose target groups, among which he could conduct banner campaigns - the first steps of virtual marketing. In this type of advertising appeared and financial relations- the number of impressions could be purchased for money. Also banners purchased standard size and according to the rules of banner exchange, they appeared in certain places, as a result of which the user began to fall less in the "ambush of wild banners". But, as you know, nothing can last forever. Although the activity of banner exchange networks did not stop, one of the basic laws of both the real and the virtual advertising world worked - they got used to banners and began to pay less attention to them. More different information appeared on the Internet, and the actions of users became more purposeful, many began to treat banners as an inevitable fact that should not be distracting.

To achieve their goals, web-promoters had to act more rigidly, and it was at this moment that such a means of attracting users as a "referral script" gained some popularity, which was activated when the page was opened and loaded the advertised resource or banner in a new browser window. But this method of promoting network resources did not become popular - often the user closed the unexpectedly opened window as interfering with the main work.

Over time, multimedia flash technology appeared on the Internet. Its advantages were obvious, because with the help of flash-technology it is possible to make a banner in the form of a video clip, which in terms of volume will not differ very much from its gif-animated predecessor. Also, the new banner can react to the movement of the mouse cursor, which allows the user to engage in some simple game. The interest in such banners among users, of course, increased, but the flash banner, which is more expensive to manufacture, soon also began to lose popularity - the same law of addiction works. In other words, the user reacts to something new, unexpected and spectacular. And as a confirmation of this rule, a "radio banner" appeared. It "sounded", or rather, audio clips sounded, but from this event it can be concluded that banner advertising tries to influence, if possible, all organs of human perception, and this is due to completely earthly, not virtual laws.

With the advent of new technologies of "banner-building", it became possible to partially solve the issue of advertising obsession. This is one of the pressing problems, having solved which banner advertising will enter into new stage its rise. After all, the rejection of advertising information has reached the point that filter programs have appeared that protect the user from the aggressive policy of advertisers. When using such programs, as a rule, the banner display is blocked, the statistics of impressions counts a full-fledged demonstration. The further development of such programs may threaten economic failure for many Internet portals that evaluate Internet advertising as the main source of income. Banners have already appeared on the Internet, reflecting only the essence of the advertising idea, and further information will be received by the user after hovering over the banner. The information is presented very clearly, since almost the entire screen is at the disposal of the advertiser, and the user does not leave the site of interest, as it happened before. The next third generation of banner advertising will be associated with developments in artificial intelligence - this is a new unique direction that has not been found anywhere else.

Individual mailing has existed since the advent of users on the Internet. It was the personal mailing from friend to friend that possessed the power of recommendation that advertising lacked. But the circle of users with a personal address Email, rapidly expanded and quickly outgrew the number of acquaintances of each user individually. This is how the first individual newsletter systems appeared, the positive effect of which is very obvious, since the user voluntarily agreed to receive information, including advertising. Of course, each owner of the resource tried to make his newsletter more interesting and more complete than others, and this led to the popularization of this method of attracting visitors. Over time, there were so many mailings that even if they were selected on a specific topic, subscribing to everything presented certain difficulties. It was at this moment that mailing services appeared, which were able to combine, group by topics and provide users with a fairly convenient interface for management. In fact, having taken upon themselves the labor of searching and subscribing to news feeds of interest, mailing services have become "information agents" for the user in the world of the Internet.

The convenience of notifying a large number of potential visitors that something worthy of their attention has appeared on a certain resource was appreciated by almost all users. Even those who did not want to collect a subscriber base every day, delighting them interesting information... This is how "spam" appeared - the reverse side of such a phenomenon as personal mailing.

As it develops, spam has, to one degree or another, affected all owners of mailing addresses, although the damage inflicted on users by so-called spammers is highly controversial. Sometimes an uncontrolled flow of messages can suspend the work of a web server, and sometimes a single letter will fall on the user's mail address. To find out the danger of spam, various research groups conduct questionnaires, keep statistics of complaints about spam messages, and still there is no unambiguous assessment of the harmfulness of spam.

One of the oldest and most knowledgeable witnesses of the development of the Internet, the rise and fall of the popularity of various Internet projects is a search engine. It is in it that the resource is registered from the moment it appeared on the Internet, and it is the search engine that brings users to the newly opened pages. Such systems are equipped with a powerful tool for finding information on indexed web pages, as well as tools for keeping statistics of resource visits, which is very important in determining the effectiveness of various advertising campaigns. Thus, the search engine, on the one hand, acts as a technology Internet advertising, and on the other hand, it can be independent expert popularity of the site. But well-known search engines have a very extensive resource base, in which it is sometimes difficult to find the necessary information, despite a rather convenient search tool, due to the huge number of links that meet the request.

Therefore, quite convenient virtual directories, message boards, forums dedicated to certain topics and specific issues have appeared on the Internet. Although such resources do not have such global information as "search engines", but the announcements posted in them can very often accurately guide the user in his actions and give him the answer he needs.

Placing announcements of the resource in all directories of interest is already beginning to present a certain difficulty. To help the web-promoter, special programs for automatic registration were created, but they can only help partially due to the limited algorithm of action. The future belongs to special network agencies that will only deal with the announcement and registration of resources. Observing the pace of development of specialized catalogs, we can say that this is another professional niche for virtual advertisers.

As you know, commerce does not stand still, and electronic as well. A lot of virtual stores have appeared on the Internet, which cover various market segments: computer, automotive, household appliances, furniture and so on. For the convenience of users who want to familiarize themselves in more detail with the virtual demand and supply in the area of ​​interest to them in a relaxed atmosphere, off-line versions of online stores, catalogs and reference books have appeared, having installed them on their computer, you only need to periodically download updates from certain servers. Such programs are quite effective as navigators in the world of advertising. The users have created thematic sections and the ability to search by keywords, as well as links to Additional information, which can be obtained directly from the website of manufacturers or distributors of goods and services. The transfer of information via off-line applications is now just becoming fashionable, many resource owners still have not decided for themselves what is more interesting for them: to invite users to their pages. information system or facilitate the creation of databases on users' computers, thereby giving them relative independence. In addition, the development and distribution of client applications is currently quite expensive work, which in some cases simply does not justify itself.

Hello dear readers! With you one of the authors of the business magazine HeterBober.ru Alexander Berezhnov.

Today we will talk about such a form of communication as advertising. IN modern world it surrounds us literally everywhere: both on the street and at home on TV, and especially on the Internet.

From the article you will learn:

• The history of the emergence and development of advertising;
• Types and tasks of advertising;
• The modern advertising market, its functions, cost and goals.

This article will help you understand the concept of advertising, consider its features, types and methods of placement, and also reveal the subtleties and chips of this phenomenon of the modern market economy.

Separately, I described how to properly organize and plan an advertising campaign and make it commercially effective.

It's hard to imagine the modern world without advertising. She accompanies us everywhere: when we turn on a computer, TV or radio, leave the house on the street, go to a supermarket or the Internet, get on a transport, and all kinds of advertising literally fall on our main senses.

Those who work for themselves or are going to do this, as well as everyone who chooses marketing and advertising as their profession, it is useful to know what advertising is, how it works, what is the history of its origin.

1. What is advertising - definition, history of origin and development

The word itself is of Latin origin and means "shout out, scream." That is, in the linguistic sense of the word, its main essence is already covered - to communicate and disseminate information about something without the consent of the listener.

Advertising is information disseminated different ways with the use of various means, addressed to a wide range of people and in order to draw attention to the advertised object. Advertising maintains interest in the product and ensures its promotion in the market.

1. Product;
2. Product manufacturer;
3. Salesman;
4. The result of intellectual work;
5. Event (concert, festival, sporting event, risk-based games and bets);
6. Commercial enterprise.

Advertising is a method of impersonal presentation and promotion of products, services, ideas on behalf of a manufacturer, distributor, seller, intermediary. This is a method of paid distribution of information with a previously known (or hidden) source of funding, as well as a leading link in marketing communications.

It probably originated with the emergence of commercial relations between people even before the appearance of money as the equivalent of a commodity. The existence of the concept of advertising in prehistoric times is confirmed, for example, by an Egyptian papyrus found by archaeologists with an advertisement for the sale of a slave.

In even more ancient times, there must have been word of mouth advertising. If there were reliable means of preserving information at that time, we would find in advertisements of an oral nature roughly the same techniques that marketers use today.

Oral advertising was presented by street and market barkers (now they would be called promoters) advertising their goods, written advertising was placed on papyrus scrolls, clay and wax tablets, stones and buildings.

From the course of history, we know that commodity exchange has been used by mankind for thousands of years: advertising has existed for about the same amount.

The first professional advertising specialists appeared in the ancient world - they composed the texts of advertisements and placed them on stone structures in the central part of the city. There was also a practice to read out such information publicly in squares with the maximum crowd of people.

Printing allowed text advertising to be released into circulation. The first official print advertisement is considered to be the announcement of the award to the one who will report the whereabouts of 12 stolen horses, published in the first London newspaper. With this small text, the dawn of a new era in advertising began.

It was mass communications that allowed advertising to become a real engine of commerce. The founder of professional advertising is considered the French physician and journalist Theophrastus Rondo, who was the first to publish private advertising texts in the press.

The Englishman William Taylor was doing about the same: his firm Tayler & Newton (founded in 1786) acted as an intermediary between advertisers and printers. The first in the world advertising agency opened in 1842 in the USA: it was founded by Volney Palmer.

Retro posters from advertising history

Another impetus to the development of advertising is the emergence of photography. The real image has become irrefutable proof of the merits and pluses of the promoted object. But even more grandiose events in this marketing industry began to occur in the 20th century.

• the emergence of full-color printing;
• the emergence and development of television;
• development of satellite communications facilities;
• the widespread introduction of computers and the emergence of the Internet.

In general, advertising is a living, independent, constantly evolving structure, and it is very exciting to follow its evolution. It’s even more fun to be involved in the direct creation of advertising and bringing the wildest marketing ideas to life.

2. Functions, tasks, goals of modern advertising

Secondary tasks:

• increased consumer demand;
• designation of the positions of specific goods on the market;
• promotion of consumer qualities of the product;
• formation and strengthening of the image and prestige of trade marks;
• growth in the presence of goods and services on the market;
• search and creation of new sales channels for products.

Long-term and long-term goal of each advertising campaign- to make a trademark, product, brand recognizable and known to as many people as possible. In everyday life, we are surrounded by many examples of successful marketing campaigns.

However, it is prohibited to use neurolinguistic programming tools or use other methods that affect health and consciousness, depriving a person of freedom of choice. federal law about advertising.

The turnover of this industry is estimated at billions of dollars; the most relevant technological resources, artistic ideas and scientific achievements are involved here.

There is a category of people who openly hate advertising, there are those who try to ignore it. Almost everyone considers themselves a connoisseur of advertising, which is not surprising if you consider this direction of marketing as a cultural phenomenon.

Let's try to understand the main types and tools of advertising.

Shares of various advertising distribution channelsin the total volume of the advertising market in 2015

View 1. Outdoor advertising

This is one of the most common, relevant and effective methods promoting products and services. In English, this advertising channel is called "outdoor" - that is, outdoors, in the open air.

The advantages of this type of promotion are obvious:

• the widest possible audience coverage;
• low cost of one-time contact with a potential consumer;
• long-term exposure;
• a large number of options for placing information.

Text and graphic outdoor advertisements are placed on permanent or temporary structures installed in open areas, above the carriageway of streets, on the outer surfaces of street structures and buildings. This type of advertising is designed primarily for visual perception.

Outdoor advertising also has disadvantages:

• limited amount of transmitted information;
• influence of climatic and atmospheric factors;
• relatively high price manufacturing of large-scale structures.

It is believed that the most effective is an image or text, the meaning of which is read by an observer in 1 second. This means that information should be arranged concisely, compactly, contrastingly and clearly.

View 2. Advertising in the media

Funds mass media- these are printed publications, television, radio. We can say that this is the main field of activity for advertisers and marketers. Everyone uses the media - some daily, others periodically. About advertising in print media will be discussed below, but here we will focus on TV.

Television is one of the most advanced and effective channels for transmitting advertising information.

The effect of presence brings TV ads closer to form interpersonal communication- transmission of information on TV creates the illusion of direct two-way contact. For this reason, advertising time on TV is so expensive and often consumes the bulk of a company's marketing budget.

• visual and auditory impact;
• large audience coverage;
• powerful psychological impact due to the personal nature of the appeal to the consumer;
• variety of choice of visual and audio means of influence.

View 3. Advertising on the Internet

At its rather low cost, online advertising covers a potentially endless audience - all users of computers, smartphones, iPhones, tablets.

The main principles and technologies of advertising on the Web are the same as in traditional media. The only difference is that on the Internet, the consumer is usually required to actively participate - in the Internet environment, nothing happens until the user takes some action.

In this case, such an action is a "click", a transition to a specific site or another type of activity, for example, downloading an application or registering with a service.

There are many formats for the transmission of commercial messages - advertising in Google, Yandex, in browsers, pop-ups on websites, contextual advertising inside information arrays, teasers, links directing to online stores, spam.

We wrote about that earlier.

View 4. Print advertising

Printed products remain an effective way to distribute commercial information. Modern printing houses allow you to achieve realistic, colorful, full-color images that increase sales and increase the company's prestige.

Business cards and product catalogs are still relevant for most companies. Indeed, some people of the "old school" are more comfortable looking at paper media and touching it, in contrast to electronic media.

By analogy, a large number of people are still more comfortable reading paper books than electronic ones.

View 5. Direct advertising

Oral, graphic or other information transmitted by direct contact.

Direct contact means not only a personal presentation of the proposal, but also the remote provision of information - by phone, by mail, via Internet communications.

Many, I think, are familiar with this view commercial activities personally - this includes, for example, VKontakte advertising, advertising via Skype or messages that come to e-mail with a personal appeal.

A distinctive feature of this type of advertising is the direct appeal of the advertiser to the consumer. This is the most personalized version of a commercial proposal, which in many cases works and promotes effective sales.

The advertiser establishes direct two-way contact with feedback and can interact with potential buyer directly. Despite frequent consumer negative reactions to direct advertising, given view continues to develop - mainly as a sales aid.

View 6. Advertising on souvenirs (branding)

This type of promotion of companies and products is known to everyone who attended presentations and PR campaigns: they give you an inexpensive but cute souvenir (calendar, lighter, mug, cap, T-shirt, bag with a company logo, slogan or other commercial information).

The free present serves as a symbol of the advertiser's goodwill and goodwill towards the consumer. It is a relatively inexpensive and effective marketing method, especially well souvenir products works when the brand of the company is already promoted. In this case, the souvenir is an effective personalized image advertisement.

Branding, that is, putting a logo and distinctive attributes of the company on souvenirs will always be relevant.

View 7. Advertising on transport

Text, graphic or other visual information placed outside (or inside) vehicles. In this case, the advertiser brands everything vehicle or part of it.

Transit advertising can be classified as a type of outdoor advertising, but its fundamental difference is in mobility. Transport advertising, in contrast to stationary advertising, moves with the carrier and potentially reaches a much larger audience.

Advantages of transit advertising - wide audience coverage, high level impact, relatively low cost. Information and images are placed on transport on the basis of agreements with the owners of funds or their tenants. Commercial messages of this type can grab the attention of the audience for a long time - for example, when they are placed inside a bus, subway car, or trolleybus. Advertising on transport must meet all the requirements of efficiency - be laconic, compact, accessible to the mass consumer.

4. Means of advertising distribution

Here we will try to summarize the main characteristics and advantages of the most popular advertising media.

1) Television, radio

Media resources continue to lead the list of the most productive and effective advertising media. The main advantages of TV and Radio:

• availability;
• reaching a huge number of people;
• a wide range of methods of influence;
• the effect of presence.

About 30-40% of the total advertising market accounts for television and radio communications. There are many forms of distribution commercial offers through the media, but short video or audio clips remain the main ones. Despite the negative attitude of a significant part of the audience to television and radio advertising, this industry is developing and will continue to develop as long as the media exist.

Large firms and corporations spend a huge amount on creating memorable and effective videos financial resources, but in the end, the costs pay off, otherwise we would hardly have watched such an amount of advertising information on TV.

2) Internet

The World Wide Web is the most promising modern direction advertising industry... Agencies and entire marketing institutions are constantly developing new methods of influencing potential consumers and looking for the most effective channels for placing advertising information on the Internet.

In other words, the conversion is the number of potential actions to the really perfect ones, measured as a percentage.For example, if 100 people saw an advertising banner on the website, and 10 people clicked on it, then the conversion will be 10 (who clicked on the banner) / 100 (who saw the banner) * 100 % = 10% conversion.

We have already written about how an independent way of making a profit. This once again confirms the fact that the direction of online advertising is very attractive both for start-up entrepreneurs and for the sharks of the advertising market.

The network of users of the World Wide Web is constantly growing, especially the younger generation spends more and more time on the Web, so more and more advertisers are transferring their advertising budgets online.

The Internet allows you to create advertising not only bright and memorable, for example, by using flash / gif-animation of banners or posting video content in youtube, but also very accurately get into your target audience using for example social media, thematic sites, professional communities, forums and so on.

3) Magazines and newspapers

Print media have lost a significant portion of the consumer audience in recent decades, but they continue to be the engines of commerce.

The level of printing allows you to create expensive glossy publications that act as an alternative source of information for people who rarely or rarely use the Internet.

Often modern media have both print and electronic resource... For example, Forbes magazine is published in both printed form, and has the same name visited Internet resource Forbes.ru

4) External and internal advertising structures

These include:

• billboards in the streets;
• video screens;
• roller displays;
• electronic scoreboards;
• decorative signs;
• volumetric spatial structures;
• live advertising;
• POS materials;
• poster stands;
• pedestals.

5) Email newsletter

Sometimes this is information distributed by subscription, sometimes it is unauthorized messages in the form of spam.

Often in the letter you are asked to follow a link, watch a video or register on the advertiser's website.

6) PR - events

Literally "public relations" means relationship with the public.

It can also be translated into Russian as "public relations". These events are aimed at forming a favorable opinion about the company, product, brand. The effect of a PR campaign is achieved not through multiple mentions of the product or company itself, but through the image that is formed around the brand as a result.

The most popular are the following PR-actions:

• presentations, symposia, anniversaries, conferences, briefings, to which media representatives, potential partners, consumers, and sometimes everyone are invited;
• sponsorship: the firm sponsors sport's event, broadcast, concert or other event;
• PR campaigns in the media.

The most important condition for PR projects: colorfulness, believability and the ability not only to present the product, but to explain its attractiveness and necessity for the consumer in an accessible way.

This is the way to act for those who want to get results from their advertising campaigns.

5. How to properly organize an advertising campaign and place ads with maximum effect

A properly organized campaign brings manufacturers and service providers stable profits, promotes business development and expansion, and opens up new sales markets.

This can be a demonstration of the product in action, lotteries and coupons attached to the product, various discounts and bonuses. IN recent times the original way of selling one product placed inside another has become especially relevant.

A well-known example of such a technique is the sale of children's toys placed in kinder surprises.

5 simple steps to organize an advertising campaign

Below we will consider the main steps for organizing an advertising campaign:

1. Define a goal advertising campaign;
2. Determine your advertising budget;
3. Approve the concept advertising campaign and the main advertising message to clients (in the development of creative, all advertising materials you can be helped by professionals - advertising agencies);
4. Develop a detailed plan advertising campaign (indicating the types and volumes of advertising, timing, cost);
5. To sum up advertising campaign (performance evaluation).

Such agencies are able to offer their clients both the production of advertising content and the organization of its placement, as well as various kinds of advisory assistance, for example, in media planning *.

• business size and advertising budget opportunities;
• market position (market share) and age of the company;
• preferences and behavioral characteristics of the target audience;
• advertising positioning of competitors;

Proper planning involves the choice of such a combination of different media in which the advertising message will be seen or heard by the largest part of the target audience.

To achieve this goal is precisely what media planning is needed.

• the necessary coverage of the target audience;
• the required number of contacts ("strength" of the advertising campaign);
• concentration (ensuring a sufficient / noticeable number of advertising outputs / touches during the advertising campaign period);
• dominance (in the selected communication channel, for example, on a specific radio station and TV channel).

For advertising to work, it must be created in the consumer's world - that is, take into account the specific needs of a person, his preferences and needs. There are a myriad of marketing techniques used by advertising agencies.

The most effective are those that work not only to increase current sales, but also to form a stable positive image of the company among the audience. Advertising should be recognizable, not too intrusive, relevant and hit right on target.

An example of a creative Mercedes-Benz advertisement (with chickens):

Each channel currently features bright and memorable advertisements. And all Russian television is no exception. Sometimes the question may even arise: "Who invented advertising on TV in Russia?" The first channel distinguished itself with a new advertisement, in which the main actors are proteins. Portraying various actors, they thereby entertain and bring joy to the audience while taking a break from the news, watching a movie or TV series on the same channel. Cute squirrels, acting out interesting situations and scenes, dilute any tense atmosphere.

History of the origin of advertising

The very meaning of the word "Advertising" has undergone significant changes, passing through the centuries. Initially, it meant something loud, conveying important information. Simply put, the message was loudly “shouted” to the people or to those who needed to be informed about something.

For almost all of its existence, advertising has adhered to unspoken rules. The main thing to be observed was the creation of public notices through intermediaries. In other words, those who wanted to communicate their information began to act with the help of special workers. Those, in turn, were obliged to find means of disclosing the information and facts received. Or they pledged to create all the conditions necessary to attract people.

The next rule, or rather the effect, is the unexplained reaction. In other words, no one can know exactly what effect advertising can have on the public. Yes, advertisements and the calls are created in such a way as to produce only a positive effect, but this does not have a 100% probability.

In the next place is the importance of specifying the customer himself.

Currently, another mandatory rule has been added: drugs and other prohibited substances may be present. Also, the distribution of such advertising is punishable by law. But who came up with the ad? We will talk about this a little later. A few facts and everything will become absolutely clear.

Advertising departments

As technology evolved, so did advertising. Certain information began to be transmitted and disseminated in new and new ways. After some time, advertising messages began to be divided into groups. The main ones are:

Who came up with the ad and when was it?

The founder and first person to create a printed advertisement can be considered the journalist Theophrastus Renaudot. But still, the origins of this case are Egyptian letters about the sale of slaves, grain and other things. Yes, at that time this was the way to attract buyers. By creating the effect of the need for this, they advertised the quality and efficiency of their slaves. Thus, a general opinion of buyers who took advantage of the offer was created. And this already increased the demand for the goods, namely slaves. Having undergone significant changes over time, advertising has acquired a completely different content. She made it to the screens, but who came up with the TV commercial? Unfortunately, it is impossible to tell about it with certainty. But the founders were advertisers from the United States. 1941 will be remembered for the first television commercial showing.

Who came up with the squirrel TV ad?

Let's go back to the beginning, where a vivid example of the use of originality in the creation of commercials was described. In this case, advertising differs in that it almost does not carry a special semantic load. Squirrels don't talk about brands or stores. They're just acting out funny scenes... This ad is a great example of a light and entertaining genre. In our century, it is he who has become much more appreciated.

But it's worth adding that these cute squirrels are not alive. These are just 3D models created in computer program, and subsequently already animated with superimposed wool textures. Squirrels are the idea of ​​one of the directors of the first channel. It took a very long time to implement the idea.